Leslie De Chernatony

Presenting the reader with practical applications for brand enhancement, this work offers a framework for brand management, and provides a flowchart for progressing the brand building process from strategy through tactics to implementation.

The Strategic Process of Growing and Strengthening Brands

From Brand Vision to Brand Evaluation

Christine Vallaster

An International Perspective

How Much Do Leaders Matter in Internal Brand Building?

Modelling Social Discourse as a Route to Internal Brand Building

The Role of Leadership During the Internal Brand Building Process in Multicultural Organisations

Services Branding

Presenting the reader with practical applications for brand enhancement, this book helps to understand the implement strategies to strengthen brands. It offers a framework for brand management, and provides a flowchart for progressing the brand building process from strategy through tactics to implementation.

Malcolm McDonald

Elaine Wallace

This book summarises the latest thinking and best practice in the domain of branding All new real marketing campaigns show how branding theories are implemented in practice Brought right up to date with a clear European and UK focus

Creating Powerful Brands

This is the third edition of one of world's most respected and successful books on branding. Written by an internationally acclaimed branding expert and author of From Brand Vision to Brand Evaluation, it has been comprehensively revised and updated with a raft of new cases and examples. The book gives the professional and the student a deep understanding of the functioning and management of the modern brand and contains: * Powerful analysis of new areas such as e-branding and e-marketing * A completely new set of advertising and brand images to illustrate key points * A powerful analysis of the key drivers of brand value There can be no doubt that the power of brands in the international marketplace is still growing, and that Creating Powerful Brands, third edition, can explain both why and how they work. * Comprehensive coverage of brand management * Applications orientated, yet grounded on solid theory * Frameworks organizing the principles of brand building

Leslie De Chernatony

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